Mobile User Acquisition Trends in 2020 - Report & Infographics - App2Top.ru
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Contents 1. Executive summary and Methodology 2. Global Trends in 2020 3. The biggest User Acquisition challenges in 2020 4. A cutting edge approach to the soft–launch 5. Paid UA Ad Networks Advertisers Creatives 6. ASO Trends 7. Top Contributing Countries 8. Top Grossing Categories 9. Performance and Influencer Marketing
Apptica is your primary source of comprehensive analytics on the mobile market. The mobile industry has always been one of the most rapid-growing and competitive fields hosting thousands of professionals from all over the world. Best of them are always looking for new opportunities to expand their business - a secret weapon that will allow them to achieve more by paying less. In Apptica, we truly believe – that weapon is knowledge, and it’s available to everyone. Apptica provides mobile experts with accurate analytical Methodology data on mobile applications and in-app advertising - The information is based on Apptica Intelligence – everything you wanted to know about your competitors result-driving mobile analytics solution for your performing on the market is uncovered. Gain competitive business. insights and drive your mobile app forward with Apptica! Figures in this report are calculated for the period from January 1 to December 31, 2019, in App Store and This report unveils analytics on the state of the mobile Google Play. market, current trends in advertising, ASO, development, design and much more. For more Advertising and Store Intelligence, mobile insights and forecasts – Register or Request a DEMO 1
Global Trends in 2020 At the beginning of the new millennium, mobile applications penetrated every business area. No matter who you are or what you’re looking for, you can guarantee that ‘there’s an app for that.’ Such a significant growth of the mobile field, considering apps have maintained their role as a critical revenue stream for the industry, made user acquisition a crucial part of product development. Too much competition on the market places UA managers in the face of numerous challenges, and this year is no exception mobile marketers seek for new ways to improve UA, maximize ROI or expand to the new market. This report is intended to highlight the latest trends in UA and help professionals adjust their strategy in accordance with current market flows. 5G No-code technologies 2019 was the start of 5G technology adaptation. Of course, This is a significant breakthrough in app development, this process will be on a frontier in 2020 and, according to which will also affect the UA managers’ job. Along with no- experts, by the end of the year, 5G will be successfully code app builders, some companies offer a no-code integrated in North America and other industrial countries. playable ad service. This makes playable ads an affordable This technology will have a big impact on data security, app format with the highest CTR. speed, and design. 2
Global Trends in 2020 Social networks Apple Arcade & Google AR/VR domination Free Pass Augmented and virtual reality technologies have been a hot topic Over the past 3 years, the share of Special subscriptions that have for some time now. However, in social networks in the total volume been released by both stores in 2020 it comes with a new of mobile advertising increased by 2019 will have a big impact on the opportunity not only for game 27%. With TikTok ads coming to the free-to-play gaming market. With developers but also for marketers. market, this number should the wide distribution of this We presume AR advertising to be increase even more in 2020. subscription, experts will have to the hottest marketing trend of the look for new approaches to in-app decade. advertising. 3
The biggest User Acquisition challenges in 2020 An app is nothing without users. User acquisition against the backdrop of a highly crowded market and a fast pace of technology development may become a real struggle for marketers. We listened to the experts talked about their main professional pains and scooped the main 5 UA challenges in 2020. UA challenges in 2020 Today, the biggest challenge in User Acquisition within the 1 Growing cost of UA gaming field is that there are too many mobile games competing with each other for the same audience. This year, 2 Combating Ad Fraud one of our main goals is a constant testing of new channels and technologies in order to get high quality users for our apps in a timely manner. Also, we will keep experimenting with 3 Team management (when working over many apps new creative concepts to be even more competitive in this fast- with very different needs and budgets) growing industry. 4 Misleading creatives Gulnaz Saitova, User Acquisition Team Lead at 5 Structuring multi-channel UA campaigns Azur Games 4
A cutting edge approach to the soft-launch In the situation when the current soft-launch markets are becoming more and more costly in terms of UA, it’s time to pay attention to non-obvious but promising countries where testing will not cost you a fortune. 1 2 3 Russia Middle East Australia and New Although Russia is considered as a The Middle East is showing a great Zealand Tier 2 country, it is a large territory opportunity for gaming, says According to the latest statistics, where many mobile game lovers AppsFlyer*. Saudi Arabia and Egypt Oceanians happened to be big fans live. In Q3 2019, Russia ranks are among the fastest-growing of mobile casinos*. Among 5 the second right after the United States markets in Hyper-casual and most profitable apps in the Oceania in the list of countries with the Midcore categories. region in 2019, 4 are slots. Thus, largest volume of ads in mobile specific game categories may games (Android). Russia is also #9 benefit more from these countries contributing country in the App than others. Store*. * – Mobile Advertising and App Intelligence * – The State of Gaming App Marketing * – How did users pay for mobile apps in Report Q3 2019 by Apptica 2019 by AppsFlyer 2019? by MarComm News 5
A cutting edge approach to the soft-launch 4 5 Latin America Netherlands According to AppsFlyer, Brazil is the When it comes to the soft-launch, many gaming publishers top growing country in 4 of 5 choose Canada due to its cultural and behavioral categories (Hyper-casual, Casual, resemblance to the US. Although Canada isn't a cheap Midcore, Hardcore, Social Casino). country to run advertising in, so publishers with no big Other LATAM countries perform well budgets may pay attention to the country that has been too: Mexico in Casual, Colombia, Chili similarly influenced, for example – Netherlands. Almost the in Midcore, and Colombia in Hardcore. entire population of the Netherlands speaks English, and When expanding the search to the the Netherlands is a European business center, where LATAM region, publishers find users people from different countries come to work, which with unique behavior and the potential creates a multicultural background. At the same time, to download and play mobile games. advertising in the Netherlands is much cheaper than in Canada. 6
A cutting edge approach to the soft-launch Despite the fact that Canada has remained the most popular soft-launch country in 2019, we already see some of the new countries coming into the picture. In 2020 we expect the Netherlands, Singapore, Russia, Korea to rise in this ranking. Top soft-launch countries in 2019 iOS Android 1. United States 1. Canda 2. Canada 2. United States 3. Australia 3. Australia 4. New Zealand 4. South Korea 5. China 5. Russia 6. France 6. Japan 7. Netherlands 7. New Zealand 8. Singapore 8. United Kingdom 9. United Kingdom 9. Brazil 10. Russia 10. India 7
Paid UA: Ad Networks Social networks have always played a significant role in the life of mobile users. And every year, social networks are becoming an increasingly important marketing tool. In 2020, we expect TikTok to increase its market share and become a go- to advertising tool. Facebook and Instagram keep their market, but still remain expensive platforms for many publishers. Facebook's strict advertising policy also prevents some advertisers from collaborating. By late 2019, TikTok reached 800 million monthly active users worldwide. It has exceeded 1.5 billion downloads worldwide on the App Store and Google Play. TikTok has become a major force on the mobile platforms, almost by stealth. Despite TikTok’s high usage numbers, most people over 25 still claim that they haven’t heard of it. But to many Generation Z and the Millennials, TikTok has become an essential part of their everyday life. With this rise in popularity, marketers are unsurprisingly clamoring to advertise on the platform. Although late to take advantage of this, TikTok has finally established a formal marketing platform, that operates in much the same way as the Facebook / Instagram advertising network. TikTok ads are likely to explode in 2020, as more youth-focused brands recognize the potential of TikTok advertising. Many of today’s marketers are too old to have used TikTok (or its predecessor Musical.ly). As more young marketers enter the industry and gain prominence in the marketing teams of brands, TikTok is likely to become a natural marketing channel for them to find their target audience. Werner Geyser, Founder at Influencer Marketing Hub 8
Paid UA: Advertisers The number of advertisers in the market is growing steadily The amount of advertising in the categories varies from every year. In 2019, advertisers in App Store and Google year to year. The GAMES category led with more than 56% Play were more than 60 thousand. According to our of advertising on App Store and 41% on Google Play. forecasts, in 2020 this number will increase by 12%. Whereas in 2018 it had 59% and 44% of the market accordingly. The most popular gaming category is Arcade. Number of Advertisers Advertising distribution by Categories 71000 iOS 2019 Arcade 12% Strategy 7.2% Puzzle 11.5% Adventure 4.9% Role–Playing 10.3% Family 4.7% Action 10% Card 4.1% 2017 2018 2019 2020 Simulation 7.8% Others 27.5% 9
Paid UA: Creatives The most popular mobile ad format Misleading Ad is video Fake advertising, which was widely implemented by some publishers of mobile games, became one of the main trends of 2019. Today, this is a hot issue, as some believe that fake advertising is a future of UA in mobile games, while others hate it (there is even a petition on change.org). So far, the Stores withhold comments and this turns up the 2019 pressure. However, no matter what position you hold, this is an important trend that you need to think about. Video – 60% Banner – 33% Interactive – 7% 10
Paid UA: Creatives No-code In 2020, we expect playable ads to increase due to no-code technology. It allows marketers to design interactive ads with no need for special skills. This simpli es the process of creating an ad, which sometimes takes several weeks, and boost ROI. Playable creation can be an expensive process with most To effectively advertise on mobile and across digital platforms, it is established app studios having to hire HTML5 developer essential that marketers have the ability to rapidly iterate, test, and or outsourcing the build. AppOnboard Studio reduces assess multiple creative to drive the best results. This is especially the cost per playable massively and able to export to all true when it comes to playable/interactive ads since there are so the major ad networks. many potential adjustments within the experience that can impact positive results. Sean Parmenter, To support such speed and complexity to efficiently find the Sales Director at AppOnboard, Inc “winning” playable ad, the teams responsible for the business outcomes absolutely require tools/platforms to enable this iteration/ testing without the need for costly and time consuming coding and development work. Rob Grossberg, CEO at TreSensa 11
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Top Contributing Countries in 2019 The country’s purchasing power is crucial information for every UA manager and strategist. No wonder, the US is #1 contributing country what leads to a high advertising price. The US is followed by China and Japan on App Store and Germany and the UK on Google Play. iOS Android 1. United States 1. United States 2. China 2. Germany 3. Japan 3. United Kingdom 4. United Kingdom 4. Australia 5. Germany 5. Canada 6. France 6. France 7. Canada 7. Italy 8. Australia 8. China 9. Russia 9. Japan 10. Italy 10. Brazil 13
Top Grossing Categories in 2019 The past few years Role-Playing and Strategy games earn the most among all the applications. 2019 has been marked by the rise of hyper-casual games: we see the Action category (where the most of hyper-casual games are) on the 4th line of the list on App Store and on the 5th on Google Play. The only two APP categories that hit this top list are Lifestyle and Social Networking on App Store as well as Social and Entertainment on Google Play. iOS Android 1. Role–Playing 1. Strategy 2. Strategy 2. Role playing 3. Lifestyle 3. Casual 4. Action 4. Casino 5. Social Networking 5. Action 6. Puzzle 6. Puzzle 7. Simulation 7. Simulation 8. Adventure 8. Social 9. Arcade 9. Adventure 10. Card 10. Entertainment 14
Performance and Influencer Marketing Trends Along with the rapid growth of personalization and individual approach to user acquisition, development of own apps dedicated to relevant verticals, creation of specialized platforms with A/B testing for demonstrating and choosing the best promotion channel, as well as many other directions of performance marketing development in 2020, we’ve highlighted the following trends: Brandformance. There is a combination of separate performance sources within the framework of the client’s product promotion strategy. In addition to classic performance marketing tools, influencer marketing, native advertising, programmatic and DV360 are actively used. These tools work especially well in conjunction with a performance strategy. As a result, the outcome of an advertising campaign is much better. Automation. In any traffic source, creating and running advertising campaigns is associated with a number of similar routine processes. Automation of creation, optimization and scaling advertising campaigns is carried out to give time to media buyers to use creative approaches and test possible working hypotheses. The increasing role of video advertising. Services like Tik Tok and Snapchat are gaining more and more popularity. Video advertising is the main format on such platforms. Moreover, even in classic sources (e.g. Facebook) it has been an the top of the advertising inventory for several years already. Dmitry Myasnikov, Head of Performance Marketing at Zorka.Mobi 15
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